UK mobile phone retailer and internet provider Carphone Warehouse has suspended its sponsorship of reality TV show Celebrity Big Brother amid claims that Bollywood star Shilpa Shetty is being racially abused.
“Our concern has rapidly mounted about the broadcast behaviour of individuals within the Big Brother house,†said Carphone boss Charles Dunstone.
“As a result, we feel that as long as this continues, we are unable to associate our brand with the programme.â€
The controversial TV show has prompted over 30,000 complaints from viewers angry at what is being perceived as racist bullying of the Indian star, led by reality TV millionaire Jade Goody.
UK listed Carphone, which has sponsored the show since 2004, has told Channel 4 to remove its sponsorship name and branding with.
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